Most brands are carrying products that look fine on the surface — but are quietly draining margin, fragmenting focus, and slowing growth. The Product Portfolio Audit tells you exactly which product deserves your investment and which ones don't.
Book a Free Discovery CallThe instinct to launch more products is natural. But it spreads your operation thin, dilutes your message, and creates a portfolio where no single SKU gets the focus it needs to win. If any of these sound familiar, you need this audit.
Revenue is spread across the line but no single product is dominant enough to drive the brand forward. Everything is "doing okay" — which means nothing is winning.
Your blended margin looks acceptable but the channel-level breakdown tells a different story. One or two SKUs are quietly subsidizing the rest.
Without a clear scorecard, inventory decisions are reactive. You're carrying too much of the wrong products and not enough of the right ones.
Category managers want focus. If you can't tell them which SKU is your anchor, you lose the conversation before it starts.
Spend is scattered across the line instead of concentrated on the SKU most likely to return it. Every dollar is working less hard than it should.
Each product is scored across three layers — financial performance, channel behavior, and consumer retention — then ranked against the rest of your portfolio.
| Metric | What It Reveals |
|---|---|
| Net Revenue & Unit Volume | The absolute dollar and unit contribution of each SKU to the business |
| Gross Margin % — Blended & by Channel | Which SKUs are actually profitable and which routes to market are eroding margin |
| Velocity (Per Store / Per Listing) | How fast each SKU moves — the truest measure of demand independent of distribution |
| Revenue & Units by Channel | Whether a SKU is weak everywhere or only weak in one route to market |
| Repeat Purchase Rate | Whether first-time buyers come back — the clearest signal of product-market fit |
| New-to-File % | Which SKUs recruit new customers vs. which only sell to existing ones |
| Promo Dependence | SKUs that only move on deal — a structural profitability problem hiding in plain sight |
| Cannibalization Risk | SKUs competing with each other for the same buyer, format, or channel position |
The audit doesn't end with data — it ends with a clear directive for every product in your lineup. Each SKU lands in one of five buckets.
Strong fundamentals. Protect, maintain, don't over-engineer.
Clear upside with the right commercial support. Get behind it.
Underperforming but salvageable with the right diagnosis.
Past its window. Extract remaining margin, then exit.
Structurally unprofitable. Discontinue and reallocate.
I take a limited number of engagements at a time. This works best when there's already a real product, real revenue, and a specific problem to solve.
We review your portfolio, your channels, and your current commercial challenges. I confirm fit and scope the engagement to your number of SKUs.
You share your sales reports, channel data, and margin information. The intake is tight — I'll ask for exactly what I need and nothing more.
I build your full SKU scorecard, run the analysis, and assign every product to a decision bucket. You run your business while I do the work.
You receive the full written scorecard, decision log, and action tracker — followed by a 45-minute readout call. You leave knowing exactly what to do next.
Pricing is scoped to your portfolio size. Book a free 30-minute call — we'll confirm fit and scope the engagement together. No commitment required.
30 minutes. We review your portfolio, confirm fit, and scope the engagement. Pricing is based on number of SKUs.